Chief Executive Officer (JR Cigar/Santa Clara)

• Sep 2023 - Present

Chief Executive Officer (Casa de Montecristo Inc.)

• Jun 2019 - Present

Chief Executive Officer: An executive senior leadership team member under the Tabacalera USA family of brands. I am responsible for the overall vision and expansion of our chain of 24 premier modern lounge and cigar stores throughout the US. My organization is comprised of our leadership team including the Director of Retail Operations, CFO, Director of Trade and Marketing, Director of Experience, and a team of 200 employees. • Develop and implement strategy, business planning… Show more Chief Executive Officer: An executive senior leadership team member under the Tabacalera USA family of brands. I am responsible for the overall vision and expansion of our chain of 24 premier modern lounge and cigar stores throughout the US. My organization is comprised of our leadership team including the Director of Retail Operations, CFO, Director of Trade and Marketing, Director of Experience, and a team of 200 employees. • Develop and implement strategy, business planning and budgets. • Recruit, develop, and advance all levels of the team to meet the changing demand for the adult premium consumer. • Liaise with key TUSA companies: Altadis USA, JR Cigars and Santa Clara Inc. • Liaise with manufacturing partners to develop and implement brand strategy and assortment throughout our retail stores. • Managed P&L to deliver $50M+ in net revenue. Key Priorities: - Attain accelerated revenue growth with concurrent improvements to operating efficiency. - Expanding and Modernizing our retail network, optimizing assortments, and creating diverse revenue streams for future growth.

Member Board of Trustees

• Dec 2022 - Present

Chief Executive Officer (Casa de Montecristo Inc.)

• Jun 2019 - Oct 2020

Head of Consumer Marketing Premium Cigar Division (Altadis U.S.A)

• Nov 2018 - Jun 2019

Head of Consumer Marketing: An executive management team member responsible for leading a team of Brand Managers and overseeing our Advertising and Digital Agencies. Key focus brands: Montecristo, Romeo y Julieta, H. Upmann and Trinidad. Working with an annual objective to bring robust and competitive concepts to our retail and trade partners; all-the-while capturing the interest of the premium adult consumer. - Management of responsibility for 4 Brand Managers with functions… Show more Head of Consumer Marketing: An executive management team member responsible for leading a team of Brand Managers and overseeing our Advertising and Digital Agencies. Key focus brands: Montecristo, Romeo y Julieta, H. Upmann and Trinidad. Working with an annual objective to bring robust and competitive concepts to our retail and trade partners; all-the-while capturing the interest of the premium adult consumer. - Management of responsibility for 4 Brand Managers with functions (concept, strategy, brand activation plans and consumer engagement). - Management responsibility for 2 Advertising, Digital and Creative agencies within the US and Spain. - Develop and implement annual business plans and budgets. - Meet with key customers to develop and implement Private Label projects to enhance our portfolio as well as capture their consumer base and increase AUSA partnerships. - Recruit, develop, and advance all levels of the brand team to meet the changing demand for the adult premium consumer. - Liaise with key AUSA departments: Trade Marketing, Sales, and Finance. - Set annual volume and value objectives per brand focus, while looking and managing the P/L of the brand and delivering profit growth for the company.

Vice President of Sales Premium Cigar Division (Altadis U.S.A)

• Oct 2014 - Nov 2018

Vice President of Sales: An executive management team member responsible for leading the key account, field sales, and customer service/internal wholesale sales teams' of Altadis U.S.A. and their customer base of ~2,500 direct buying customers. Working with an annual focuses of achieving and/or exceeding sales, volume and profit growth objectives. - Management of responsibility for 3 Key Account Managers and team sales functions (sales, promotion, activation plans and customer… Show more Vice President of Sales: An executive management team member responsible for leading the key account, field sales, and customer service/internal wholesale sales teams' of Altadis U.S.A. and their customer base of ~2,500 direct buying customers. Working with an annual focuses of achieving and/or exceeding sales, volume and profit growth objectives. - Management of responsibility for 3 Key Account Managers and team sales functions (sales, promotion, activation plans and customer engagement). - Management responsibility for 3 Division Managers and 28 Territory Managers across the US. - Management of responsibility for 4 Customer Service/ Internal Wholesale Members. - Management of responsibility for 1 Duty Free Manager (growth development of the channel). - Develop and implement annual business plans in the tobacconist (Brick & Mortar), distributor, and key account trade channels. - Meet with key customers to develop and implement business building plans, gain insight, address problems, and increase AUSA partnerships. - Recruit, develop, and advance all levels of the sales team to meet the changing demands of the premium cigar industry. - Liaise with key AUSA departments (Trade Marketing, Marketing, and Finance) as the voice of the sales team. - Develop, facilitate, and coordinate quarterly sales team training and product development meetings across the country. - Set quarterly sales and bonus objectives, growth plans, and product placement goals for each sales division manager, their individual territory account managers, and key account managers.

Vice President - Field Sales Premium Cigar Division (Altadis U.S.A)

• Dec 2013 - Oct 2014

Vice President of Field Sales: Responsible for leading the field sales team of Altadis U.S.A. and their customer base of ~2,500 direct buying customers. - Management responsibility for 3 Division Managers and 29 Territory Managers across the US. - Develop and implement annual business plans in the tobacconist (Brick & Mortar) trade channel. - Meet with key customers to develop and implement business building plans, gain insight, address problems, and increase AUSA… Show more Vice President of Field Sales: Responsible for leading the field sales team of Altadis U.S.A. and their customer base of ~2,500 direct buying customers. - Management responsibility for 3 Division Managers and 29 Territory Managers across the US. - Develop and implement annual business plans in the tobacconist (Brick & Mortar) trade channel. - Meet with key customers to develop and implement business building plans, gain insight, address problems, and increase AUSA partnerships. - Recruit, develop, and advance all levels of the field sales team to meet the changing demands of the premium cigar industry. - Liaise with key AUSA departments (Customer Service, Trade Marketing, Key Accounts, Marketing, and Finance) as the voice of the field sales team. - Develop, facilitate, and coordinate quarterly field sales team training and product development meetings across the country. - Set quarterly sales and bonus objectives, growth plans, and product placement goals for each sales division manager and their individual territory account managers.

Division Manger - Central

• Oct 2011 - Dec 2013

Division Manager – Central: Responsible for the strategic implementation of marketing and promotional plans to support Altadis U.S.A.’s portfolio of products in the Central US including: - Led team of 8 Territory Managers and the customers to achieve and/or exceed all sales objectives. - Grew division business by 30% with 2 years. - Leveraged available promotional budget to develop key business relationships with 20 customers to drive division results. Key… Show more Division Manager – Central: Responsible for the strategic implementation of marketing and promotional plans to support Altadis U.S.A.’s portfolio of products in the Central US including: - Led team of 8 Territory Managers and the customers to achieve and/or exceed all sales objectives. - Grew division business by 30% with 2 years. - Leveraged available promotional budget to develop key business relationships with 20 customers to drive division results. Key customers accounted for 70% of total division business. - Launched 6 new products (NPD’s) in 2 years. Avg. 90% acceptance in traditional tobacconist channel of trade. - Created new DM coverage module that was implemented company wide. Coverage module increased the number and frequency of training days with TM’s to improve their performance, training needs and field support. - Promoted to VP of Field Sales.

Premium Territory Manager

• Jul 2007 - Oct 2011

- Sell and Support Brands in the market for Altadis U.S.A; Montecristo, Romeo y Julieta, H. Upmann, Trinidad, & VegaFina - Support retailers with brand promotions and new product events - Build relationships among retailers and consumers - Continually meet and/or exceed sales goals set forth by Altadis U.S.A

Outside Sales and Market Development

• Oct 2003 - Jun 2007